Putting the T- into top up promotions

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T-Mobile head of prepay Chris Barrow reckons prepay customers are more important to T-Mobile than to most other networks. It has 7.8 million prepay customers, he says, and the trick is to offer them instant value in an increasingly competitive market place.

At the start of the month, the network unveiled the latest ploy in its battle for prepay market share: Top Up and Stretch is a new prepay tariff giving customers who top up £10 during the week a £10 credit boost at the weekend for calls, texts and picture messaging. It is designed as an alternative to its existing Top Up Friday incentive, which offers prepay customers unlimited free texts at weekends if they top up by £10 during the week.

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